A negative reputation for your brand can endanger the future of the company. When a brand already has a negative image, corporate reputation campaigns can revive and reframe the reputation. This is possible by using positive reviews and testimonials, consistently tracking customers’ perceptions, and solving their queries and concerns.

It builds trust-worthy relationships with customers, which later improves the company's sales, revenue, and image. A good reputation is built through the smallest of digital footprints left by the company. It is a brand’s identity and can determine whether success is in the cards for the brand.

Examples of reputation campaigns

Dove’s “real beauty” campaign

Dove launched this campaign back in 2004 with Unilever. The aim was to build self-confidence in women and young children, making them feel comfortable in their own skin and happy with what they see in the mirror. The campaign showcased the work of 67 female photographers. This developed a new study that showcased customer-centric versus product-centric advertising strategies, regarded as Purpose, Objective, and Vision.

This campaign featured women of different shapes, sizes, and ethnicities to challenge traditional beauty standards and promote inclusivity. It was the ‘viral’ phenomenon of that era. This management of corporate reputation was well received with immensely positive responses from the consumers, which made Dove’s sales and image reach significant heights.

Nike’s ‘dream crazy’ campaign

Nike is the world’s most iconic and renowned sports brand. As a global leader, in 2020, Nike created a campaign that addressed complex social issues and left a historic mark on society. The campaign’s slogan was “believe in something, even if it means sacrificing everything.” By featuring former NFL quarterback Colin Kaepernick, Nike made a bold choice but also demonstrated the brand’s commitment to addressing social issues.

The campaign used raw and authentic storytelling, showing the emotions and challenges of real athletes. These stories were then spread widely on various media channels and platforms, garnering a lot of attention. Nike also donated a large amount to several organisations, which was appreciated widely. The campaign not only provoked conversations and debates on various sensitive topics but also pushed boundaries and made people reflect on their beliefs.

Conclusion

Both campaigns received a positive response from the masses. Although some people were against them, one can never deny that both campaigns had a significant impact on society. Part of the reputation management services role is to alter people’s perceptions, provoke their beliefs and thinking, and make them see a whole new dimension while also enhancing their respective brands' image.